Living Streets and the Step Out In London project

The Step out in London project, run by Living Streets, encouraged walking in nine London locations that had undergone improvements to the pedestrian environment. Through a series of promotional activities, the project publicised the benefits of the street enhancement schemes and the importance of walking to the local community. Our work impacted on walking levels, economic activity, safety and community.

Living Streets is the national charity that works to create safe, attractive and enjoyable streets, where people want to walk, and this three year project was funded by London Councils.

Identifying locations

Living Streets opened up a competitive process to London boroughs, and appraised schemes on their ability to put pedestrians first and where the borough could identify a need. Nine boroughs were chosen: Redbridge, Southwark, Lewisham, Croydon, Westminster, Lambeth, Waltham Forest, Brent and Merton.

Developing a method

A project framework which could be tailored to each location was developed, working in each location for less than a year. Living Streets consulted with communities and stakeholders and with them identified walking routes to promote, local skills that could be utilised, local events that could entail a walking element and publicity channels. This way we were able to piggy back on existing resources in the community and leave a sustainable legacy – while all the time getting the message out that this is a better place to walk. Activities included treasure hunts, activity sessions, led walks, mapping and social media. We worked with communities, schools, workplaces as well as vulnerable groups.

Evaluation

Throughout the three years of the project, the evaluation team (Social Research Associates) carried out before and after studies to record the impact of projects with a final report in Jan 2013.

Case Study 1: Chippenham Gardens, Kilburn Brent

A public square had been landscaped, but the community emphasised continuing issues blighting the space of safety, drug dealing, alcohol and poor reputation. We set priorities to create a reason for people to stop, to shop and to be more social. Activities organised in the street through community channels included a Royal wedding street party, Tai chi, Zumba, a Falconry event and Christmas carols.

“At the Zumba event, Living Streets were talking about walking and I felt truly inspired. I signed a pledge card and started walking from my home to do my shopping instead of taking the bus.”

“It’s becoming more liveable – there are fewer gangs and less drugs now.”

On-site interviews demonstrated a range of improvements including an increase from 67 to 76 per cent people walking. Table 1 shows how perceptions improved over the course of the project, including a doubling of people saying it felt like a ‘Living Street’.

![Table 1 – before and after promotional activities (100 interviews each)](image)

**Case Study 2: Herne Hill, Lambeth**

Following improvements to the Railton Road area around the station, the community wanted to turn it into a vibrant and sustainable community hub, create a market and support local shops. Living Streets helped get the community backing to launch the market, and overcome local shopkeeper concerns by developing a shop local card scheme. “The original scheme was an improvement but the area was still dead. What has really made a difference is the different activities.”

After a year of Living Streets activity, 33 per cent said they were driving less than a year earlier, and people were doing more shopping, visiting more frequently and for longer, and reporting improved sense of safety and community.

Over 1,000 people and 60 businesses signed up to the shop local scheme in the first month, and took a walking pledge. When surveyed, 60 per cent of respondents said they come to the area more often and 55 per cent spend more (an average of £18 a week). Many shopkeepers’ concerns were allayed, with:

- 44 per cent reporting they were doing better in general
- 68 per cent wanting the market to continue beyond the trial
- 41 per cent of market traders employing staff, three quarters of whom were local.

Incentives and promotion added significant momentum to this becoming a now burgeoning area and keeping partners united, and the evaluation helped the Herne Hill Forum scoop £90K from the High Street Renewal fund.

**Overall results**

Over the three years, over 2000 people made a walking pledge tailored to the local area. Between 20-40 per cent indicated they walked more as a result, but also shopped and spent more locally. Impact cut across all ages, sexes, social groups and car ownership profiles.

“I never used to get the Evening Standard but after I signed up to walk more I’ve been going round to the station of an evening and I often have a drink in the pub too. It’s part of my routine now.”

“I’ve lost weight without slimming which I’ve tried unsuccessfully many times over the years. Walking is an enjoyable and easier solution. I’m amazed how much fitter I feel.” Quantitative evidence clearly shows that project interventions increased community cohesion and awareness of opportunities for local retail and leisure trips. Table 2 amalgamates results from all locations, demonstrating:

1. the considerable benefit from the initial public realm work
2. this impact is enhanced for the general population following Living Streets activities, and
3. further enhanced when people take part in promotional activities

| Question | On street | Total\* | |-----------------------------------------------|-----------|--------| | Average after public realm work - Total on-street respondents 850 | 78% | 88% | 87% | | Average after Living Streets involvement - Total on-street respondents 825 | 72% | 70% | | | Average after LS involvement – including on-street, local business & beneficiary surveys Total 1205 | 37% | 64% | | | I feel it’s an overall improvement | 37% | 47% | 47% | | I think it is easier to get around on foot | 35% | 52% | | | I visit the area more frequently | 48% | 58% | 62% | | I spend more time here | 56% | 58% | | | I shop or use local services more | 77% | 82% | | | I feel there is an improved sense of community| 71% | 79% | | | I feel it’s a safer place | 70% | 81% | 84% | | I feel it’s a more attractive place | 56% | 72% | 75% | | I feel it’s a more enjoyable place | 47% | 48% | 54% | | I walk more | | | |

Table 2: Attitudinal and behavioural questions before and after the Living Streets activities

- Only those questions asked of all three groups have been averaged for this column

Evaluation indicates that many of the initiatives seem likely to be sustained and develop now the project has ended.

**Conclusion**

The project demonstrates how spending more time on promotional work can ensure best value from transport schemes, by really bringing these schemes to life for the communities they serve.

If you would like to talk to Living Streets about how you can get the most out of a public realm or transport scheme in your borough, please contact Richard Mullis, Richard.Mullis@livingstreets.org.uk, 020 7377 4909.